Audience research for better marketing

Before diving into content calendars and campaign ideas, ask, “Who are we trying to reach?”

Audience research is one of those marketing steps everyone says they do—but most people just wing it. And when you skip it or skate over the surface, your marketing gets vague, scattered, or just plain forgettable.

At Backslash, audience research is a core part of every marketing plan we develop. Here’s a closer look at that process’s “Who” section—plus examples, search tips, and a few ways to avoid getting lost in the data swamp.

Why knowing your audience matters (even if it feels obvious)

Many marketing efforts fall flat—not because the message is wrong, but because they’re aimed at the wrong people (or at everyone and connect with no one).

Here are a couple of examples showing why audience research matters:

• If you’re a church trying to reach unchurched families, your message will be completely different than if you’re trying to re-engage longtime members. One group may seek a warm welcome and a place to belong. The other might want clarity, leadership, and a reminder that they matter. It’s the same building, but totally different motivations.
• If you’re a home service provider in Oklahoma City—maybe you install windows, repair roofs, or offer pest control—your messaging and targeting will shift based on whether you’re aiming at retirees in Edmond, new homeowners in Mustang, or busy families in Moore. If your ads just say, “We work with everyone,” you’ll get ignored by all of them. But if your ads show up in the right ZIP codes, with phrasing that speaks to their concerns (drafty living room, hail damage, toddler-safe installation), that’s when calls start coming in.

Knowing your audience helps you:

• Choose the right marketing channels
• Match your message to their mindset
• Set realistic expectations for engagement
• Avoid wasting time and money on people who aren’t a good fit

It’s not about excluding people. It’s about focusing on the ones most likely to listen, care, and take action.

Ask better questions 

When we help clients define their audience, we don’t just ask, “Who’s your ideal customer?” That’s too broad. Instead, we break it down.

Demographics (the “who”):

• What industries or roles do they work in?
• What size is their business or organization?
• What are common age ranges?
• What’s the average income or budget?
• Are you targeting a specific gender—or a mix? (And remember that some in your audience may not identify strictly as male or female.)
• Where do they live—city, region, neighborhood?

Psychographics (the “why” behind the behavior):

• What do they value?
• What frustrates them?
• What goals are they chasing?
• How do they tend to communicate or describe their needs?
• Are there any common DISC styles among them? (For example: do they tend to be high D’s who like action or high S’s who value stability?)
• What motivates them?

When you combine both, you stop guessing what matters to your audience—and start knowing.

What solid research actually looks like

Here’s a real-world example based on an early-stage marketing plan for North Pointe Church of Christ, located in Sachse, Texas, just northeast of Dallas.

During our kickoff meeting, the leadership team talked through two key groups:

• Internal: Their own members are mostly older adults (many over 65), racially homogenous, and not always engaged in weekly activities. While the congregation was loving and faithful, the leadership wanted to re-energize participation and deepen involvement in areas like small groups.
• External: Local families and individuals in nearby neighborhoods and apartment complexes. This included retirees, renters, new homeowners, and younger parents. They wanted to invite people who didn’t currently attend church, especially families with kids, and create a welcoming, not intimidating environment.

They also acknowledged a very real challenge: they’re not flashy or high-production. But they offer something deeper—connection, maturity, service. That helped shape who they were targeting and how they would position themselves.

After that initial conversation, we filled in the picture with real data:

• We analyzed Sachse’s demographics using U.S. Census data and city-level insights. For example, we noted that 24.8% of the population is under age 18, and 21.2% is age 55 or older, confirming a mix of young families and retirees in the area.
• We also saw that 26.87% of Sachse residents speak a language other than English at home, with a significant portion speaking Asian and Pacific Island languages. While North Pointe doesn’t currently offer multilingual services, this stat highlighted opportunities for cultural awareness and broader community outreach.
• We used Google Maps to identify nearby schools, neighborhoods, and apartment complexes and helped define a practical outreach radius of about 2–5 miles.
• We reviewed local high school data (like from Wylie East High School). We discussed how younger generations in the area tend to engage—especially through digital platforms and in-person community events.
• We conducted a social media audit of North Pointe’s existing accounts and content. That helped us recommend platform-specific improvements, especially around posting frequency and the visibility of small group life.

All of that informed a practical strategy:

• Refocusing social media efforts around Facebook and YouTube (where the most traction was already happening)
• Restructuring the website to make Pointe Groups easier to find and understand
• Planning community-facing events that meet the needs of young families
• Encouraging members to take a more active role in welcoming and follow-up—not just on Sundays, but across digital touchpoints, too

The takeaway? Audience research isn’t just about facts and figures. It’s about gathering the right information to support decisions you’re already trying to make and making those decisions more clearly and confidently.

Close is better than perfect

It’s easy to get stuck trying to find the exact data for every detail of your audience. But in most cases, close is close enough—especially when it helps you make better marketing decisions.

Geography is one example: having specific info for your ZIP code or city is great, and even better if you can pull data for your neighborhood. But if all you can find is metro-level data (like Dallas or DFW)? That’s still useful. Even state-level insights (like Texas trends) can help you understand audience behavior.

This same principle applies to other areas, too—whether you’re estimating age ranges, choosing platforms, or identifying DISC styles. The goal isn’t perfection. The goal is clarity.

So don’t obsess. Aim for useful over exact.

How to gather the data (even without a budget) 

You don’t need expensive tools or a degree in market research. You just need to be curious—and know what to Google or ask ChatGPT.

Useful Google search phrases

• “Demographics of Sachse TX 2024 site:census.gov”
• “Top industries in Dallas-Fort Worth”
• “Average household income in 75048”
• “Most used social media platforms by age group 2025”
• “Psychographic traits of Texas churchgoers”
• “Audience insights for Facebook ads churches in DFW”

Look for .gov, .edu, or other credible sources—not a rando’s blog from 2013.

Smart prompts to ask ChatGPT

• “Give me a demographic and psychographic snapshot of people living in Sachse, Texas—including age, income, values, and top industries.”
• “What platforms are most popular with adults ages 30–45 in 2025?”
• “What are common motivations of young families looking for a church in the Dallas area?”
• “How do unchurched adults in suburban Texas typically research and evaluate churches?”
• “What communication styles and DISC types are common among small-town churchgoers?”

Important note: ChatGPT is great for speed but shouldn’t be the final word. Always check the sources it references. If there’s no source link or publication name, verify it elsewhere before using it to make decisions.

A well-defined audience leads to smarter marketing

Defining your audience isn’t just a planning box to check—it’s the foundation for everything else.

When you clearly understand who you’re trying to reach, you can:

• Choose the right platforms
• Write more relevant and engaging content
• Set realistic goals for reach and engagement
• Avoid wasting time and money on the wrong people

If your marketing isn’t landing, this is one of the first areas to revisit.

Do you need help figuring out who your audience really is and how to reach them effectively? Let’s discuss your marketing. That’s something we do.